Subaru BRZ online sales stumble into top gear

// Posted in Subaru

Subaru BRZ

Midday today was the deadline for Subaru’s exclusive online sales of the BRZ sports coupé to commence. Only trouble was, like the real world, the extreme demand for the car throttled supply, or in this case the Subaru website.

For our own purposes we wanted to experiment with the online purchasing arrangement but gave up after about 45 minutes of getting error messages of various kinds. I fired off an email to Subaru Australia spokesman David Rowley for comment and then went to look at the BRZ the old fashioned way, at the local dealer (Capital Subaru, Fyshwick).

Happily for Subaru, I was greeted by a friendly sales assistant only too happy to show me the WR Blue BRZ they had on display. When I mentioned the online dramas the sales assistant confirmed with me that two orders just came through for their dealership.

On return to the office David Rowley had replied, saying: “We experienced a massive spike in the volume of traffic—looks to be working fine at our end now.” That was about 1:15pm eastern time.

A bit later Rowley returned with a quick update informing they had sold 50 BRZs in the first 90 minutes of sales going live. “Went ‘live’ at around 12:45 with first customer starting the process at 12:50 and completed transaction at 1:09,” he confirmed.

Those numbers represent about one quarter of Subaru’s initial allocation.

For the record we’re still finding the website buggy on our Firefox/Mac OS combination and unable to process an order, but as we’re not seriously in the market for a BRZ at this point in time we can let it slide. If you want to try your luck CLICK HERE.

It’s clear that anyone seriously in the market for a Toybaru is going to have to be patient and accept that others will get their car before them and that good things come to those who wait.

Despite the troublesome start we do think this online approach has merit for Subaru’s self-confessed limited supply. The 86–BRZ concept is one we applaud and we wish both Subaru and Toyota well in their efforts to satisfy their customers.

UPDATE: Subaru has confirmed their 2012 BRZ allocation sold out before 4pm this afternoon. You can read their full statement after the break.

BRZ Is Gone with the Web

Subaru’s BRZ sports car online selling initiative has proved a massive success, with the car sold-out after just three hours of going “live” on the web.

With just 201 cars available through to New Year, huge online demand temporarily stalled Subaru’s website, but after it went “live” around 1245 AEST, the first online customer took just 20 minutes to complete the process, from choosing accessories, completing their contract and paying their deposit.

Among the amazing BRZ online statistics:

  • Subaru website traffic initially quadrupled from 12 noon AEST
  • In the first five minutes alone, there were eight orders
  • 50 BRZs were sold in the first 1.5 hours
  • Available stock was exhausted by 1547 AEST

BRZ orders are now against stock due to be delivered in early 2013.

Details of the car were only revealed on Friday, including:

  • A National Driveaway Price* starting at $37,150
  • Free three year/60,000 kilometre scheduled service plan**
  • A five-star ANCAP occupant safety rating

BRZ details can be accessed online from, or directly from


  • Simplifies the research and buying process for customers
  • All BRZ specification, pricing and accessory information at Paper copies still available from all Subaru dealerships – easy access and understanding
  • Price transparency – a uniform National Driveaway Price, for customer certainty and clarity
  • A three-year/60,000 kilometre service plan available only via the Subaru National Network is included with every new BRZ sold – value for money and customer choice
  • Book test drives online at a dealer location convenient to the customer – simply enter postcode on to access nearest outlet with a demonstrator – no need to visit dealer beforehand
  • Nominate delivering dealer online – customer choice and convenience
  • Online trade-in valuation option – customers can consider options from the comfort of home
  • Online finance calculator available at** – information and customer convenience
  • Online insurance information available at – extensive information available at fingertips
  • Entire contract process completed online – time efficient, plus clear information
  • Dedicated customer support via a Subaru Australia BRZ coordinator – from order to delivery, customers will receive regular updates – a high level of information

* The National Driveaway Price includes the vehicle price, 12 months private registration, stamp duty, CTP insurance cost estimate (based on private purchaser with good driving record), and the BRZ three-year/60,000 km Service plan*** and is not applicable to business or government buyers.

** Online finance calculator provided by Subaru Australia for illustrative purposes only.

*** The BRZ three-year/60,000 km service plan covers all items specified under the standard “Maintenance for Normal Operating Conditions” schedule detailed in the Warranty and Service Logbook . This includes inspection and adjustment of all items listed, genuine parts, labour and fluids required for each standard schedule service. For full service plan terms and conditions go to